The cable programmer will use Rentrak data to support its sales efforts, including the recently announced Viacom Vantage data-driven advertising product.
Rentrak today announced a TV ratings and video-on-demand measurement agreement with Viacom Media Networks. Viacom will use Rentrak’s Advanced Demographics measurement capabilities, which include Rentrak’s viewing information and integrated purchase information from IRI, Shopcom and IHS Polk’s automotive segments.
Rentrak’s analytical technology will support Viacom’s advanced data approach, including the recently announced Viacom Vantage, a data-driven advertising product that gives advertisers the flexibility to define and reach custom audiences.
Colleen Fahey Rush, EVP of strategic insights and research for Viacom Media Networks, said: “Viacom is leading the industry with a comprehensive approach, fusing the power of research and insights to drive value and opportunity. Our partnership with Rentrak further strengthens our insights arsenal and our ability to unlock new levels of targeting.”
“We are excited to welcome Viacom to our growing list of national network clients,” said Rentrak Vice Chairman-CEO Bill Livek. “We are proud to partner with them to support their products and look forward to helping them gain greater insights that will highlight the value of their audience through our measurement and analytics.”